Internet marketing materials

First, the theoretical basis of network marketing

The theoretical basis of network marketing is mainly network integrated marketing theory, soft marketing theory, direct marketing theory and network relationship marketing theory.

1. Network integrated marketing theory

Network integrated marketing theory is a comprehensive and consistent marketing that integrates all resources inside and outside the enterprise, reorganizes and reconstructs the production behavior and market behavior of the enterprise, fully mobilizes all positive factors, and realizes the enterprise goals. In short, it is integrated marketing.

2. Soft marketing theory

Soft marketing theory is relative to strong marketing. This theory holds that when buying products, customers should not only meet basic physiological needs, but also meet high-level spiritual and psychological needs. Therefore, one of the main characteristics of soft marketing theory is to follow the network etiquette and obtain the expected marketing effect through the clever use of network etiquette.

Network community refers to a group composed of units or individuals on the Internet, with the same interests and purposes, frequent exchanges and mutual benefit, which can give each member a sense of security and identity. Network etiquette is a set of good and unwritten norms of network behavior, which has been gradually formed and improved since the birth of the Internet, such as not passing deceptive emails on the Internet at will. Network etiquette is a rule that all network behaviors must follow.

3. Direct selling theory

The theory of direct selling is a noticeable concept in 1980s. The American Direct Selling Association defines it as "a marketing system that can produce measurable response anywhere and realize the interaction of one or more advertising media used in the exchange." The key of direct marketing theory is that it shows that online marketing is testable, measurable and evaluable, which fundamentally solves the difficulty of traditional marketing effect evaluation and provides a basis for more scientific marketing decision.

Second, importance.

New things are constantly emerging in modern society. Under the influence of this trend, consumers' psychology has gradually changed their consumption concept, reducing the stability of traditional marketing methods, and enterprises have begun to look for marketing methods that are synchronized with society. The change of consumer psychology gives opportunities for the development of other marketing methods. Network marketing has become another marketing method for enterprises, and it is the only way for enterprises to achieve profitability. The visualization and interaction of the network make the brand of the enterprise more prominent, and at the same time improve the meaning of the brand. International brand network has created a better and more convenient platform for customer service through the Internet, making the interaction between enterprises and customers more convenient and timely. Many excellent online marketing services provided by international brand network can effectively improve the advertising effect and performance of enterprises, quickly enhance the trust of customers in enterprises, and directly enhance the credibility of enterprises' own brand influence. Network marketing has the characteristics of wide spread and large amount of information, and the cost of enterprises investing in network marketing is much lower than that of traditional marketing model. Now is the Internet age, and the Internet has become the carrier of all kinds of information dissemination. In recent years, the development of online marketing has gradually matured, and consumers' doubts and non-acceptance of online marketing have gradually turned into trust and love. Network promotion is not only the shaping of corporate image, but also the establishment of corporate brand. With the extensive coverage of the Internet, well-known brands can be built.

Third, the implementation steps of internet marketing strategy

The internet marketing strategy plan has been formulated, and then the feasibility of the internet marketing strategy plan will be implemented, which can be implemented through the following steps:

1. Determine the responsible department, personnel, functions and marketing budget.

Set up a special department or working group composed of network marketers and network technicians to ensure the greatest possible savings in network marketing expenses.

2. Synthesize the opinions of various departments and build an interactive platform for websites.

As the main carrier of online marketing, the company website directly affects the level of online marketing. At the same time, the website is not only a marketing function, but also includes corporate image display, customer service, company management and cultural construction, cooperative enterprise communication and other functions. Only by collecting opinions from all aspects of the company can we gradually establish a website platform that meets the requirements.

3. Make a website promotion plan and implement it

Have a good website platform, and then implement website promotion.

4. Evaluation and improvement of network marketing effect

After the promotion of the website, our work has completed a stage, and we will get more online feedback, so we should make a preliminary evaluation of the effect of online marketing to make our work go to a new level.

5. Comprehensive implementation of network marketing

Carry out market research of potential customers, data collection, online public relations of user units, online use consultation of existing users, customer service and interviews.

Collection and monitoring of peer competition data, technical exchange of developers, investigation and management of dealers, etc.

6. Integrate network marketing and company management.

The effective use of network marketing will have a positive impact on the operation of other departments of the company, and will also affect the overall operation and management of the company. As the exploration of network information condition management mode, it will greatly promote the company to move towards the new economy.

Fourth, marketing strategy.

1, consumption strategy

To carry out online marketing, we must first find out where the target consumers are. Undoubtedly, for comprehensive websites and professional websites, the definition of consumers is different. Then, we need to get closer to and understand consumers and learn to think like them, so as to find effective interactive communication and communication channels.

2. Cost strategy

In the process of spreading marketing strategies, people keep thinking about new marketing tactics: price positioning, consumer behavior theory, market positioning, consistency of communication, informal value strategy and so on. But at the same time, it is also found that consumers sometimes do not pay attention to the price, or even ignore the cost, and "material benefit" is sometimes not the only requirement of consumers.

3. Convenience strategy

Convenience strategy means not emphasizing fixed distribution channels, but focusing on the convenience of consumers to buy goods and enjoy services. All in order to facilitate consumers as the center to carry out network marketing work. Convenience is another key point of the competitiveness of online enterprises, and it is also another basic performance of online marketing communication, which shows that consumers are the god of enterprises under the brand loyalty economy.

4. Communication strategy

When network enterprises try a variety of marketing methods again and again, they often find that they are not completely effective. Consumers often "click" and "hit" and never return. Why is this? Is the communication method wrong, or is there something wrong with the interaction method? So finally, we should put forward the communication strategy, which is a higher level of marketing communication, and its reality is two-way communication.

To sum up, the emergence of network marketing has injected a fresh blood into the traditional marketing model, especially for the marketing staff of small and medium-sized enterprises, which has opened up a new marketing idea. How to occupy the market, promote brands, market products and gain profits in the early stage of entrepreneurship.

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